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Oreo Consumer Life Cycle

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When shoppers go into the grocery store, do they intend to buy Oreos? How do consumers feel when they bring home Oreos that were not on their original shopping list? This social media analysis of purchase intent and Oreo illustrates how social listening brings companies closer to their consumers through understanding their behaviors and motivations and by measuring the effects of branding, marketing, and advertising activities.

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Oreo Consumer Life Cycle

  1. 1. Consumer Life Cycle 01.01.13 – 10.10.13 C R I C R I M S O M S O N H E X A G N H E X A G O O N . N . C O C O M M 1
  2. 2. Summary Our analysts used ForSight™ to organize the social conversation via the consumer life cycle model. QUICK HITS Pre-Purchase/Response to Advertising (including ads that drive purchase intent) Purchase Intent or In Store Purchasing Behavior 8,284,467 TOTAL Not Purchasing Mentions Lifecasting (discussions during the act of eating Oreos) Regrets to either purchasing Oreos or not purchasing Oreos 93% of consumers express opinions during the pre-purchase (ad reactions) and post-purchase (lifecasting) phases. 7,535,435 When focused on the consumer purchase discussion 14% of consumers are discussing their reasons for In Store Purchases. Some of those are: RELEVANT Mentions POSTS In store placement of Oreos 30% Pre-Purchase 4% Purchase 63% Lifecasting 3% Regrets CATEGORY BREAKDOWN C R I M S O N H E X A G Oreos’ packaging Seasonal Flavors Responses to Advertising or Celebrity Endorsements O N . C O M 2
  3. 3. Volume DEEP DIVE REPORT 01.01.13 – 10.10.13 C R I M S O N H E X A G O N . C O M 3
  4. 4. Twitter Metrics DEEP DIVE REPORT 01.01.13 – 10.10.13 Top Mentions C R I M S O N H E X A G O Top Re-Tweets N . C O M Top Hashtags 4
  5. 5. CONSUMER LIFE CYCLE DEEP DIVE REPORT 01.01.13 – 10.10.13 C R I M S O N H E X A G O N . C O M 5
  6. 6. PURCHASE CONVERSATION DEEP DIVE REPORT 01.01.13 – 10.10.13 C R I M S O N H E X A G O N . C O M 6
  7. 7. DRIVERS OF IN STORE PURCHASES DEEP DIVE REPORT 01.01.13 – 10.10.13 Product Placement Product Conversatio n Topics Mentions of Retailers C R I C R I M S O M S O N H E X A G N H E X A G O O N . N . C O C O M M Response to Advertisements 7
  8. 8. DRIVERS OF IN STORE PURCHASES DEEP DIVE REPORT 01.01.13 – 10.10.13 C R I M S O N H E X A G O N . C O M 8
  9. 9. AUTHORS DEEP DIVE REPORT 01.01.13 – 10.10.13 9.8 BB Possible Impressions C R I M S O N H E X A G O N . C O M 9
  10. 10. DEMOGRAPHICS DEEP DIVE REPORT 01.01.13 – 10.10.13 Tweet Distribution Per Capita Ireland 6,508 posts per million New York 8,548 ppm USA 5,095 ppm Nevada 7,193 ppm 40% 60% UK 4,143 ppm Massachusetts 6,756 ppm Male Female C R I M S O N H E X A G O N . C O M GENDER 10
  11. 11. CONCLUSION DEEP DIVE REPORT 01.01.13 – 10.10.13 Using ForSight™ companies can measure consumer in-store purchase behavior and understand the drivers of those purchases to optimize: •Packaging •Marketing/Advertising •Product Placement •General Merchandising Strategy C R I M S O N H E X A G O N . C O M 11
  12. 12. METHODOLOGY DEEP DIVE REPORT 01.01.13 – 10.10.13 Keywords: Oreo OR Oreos We view social media as the largest data set of unsolicited consumer opinions and the only data set that provides “in the moment” in-store consumer decision context. Crimson Hexagon used our patented human-assisted, machine-learning ForSight™ platform to organize social media data to segment and understand the consumer conversation. C R I M S O N H E X A G O N . C O M 12
  13. 13. CRIMSON HEXAGON Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Fast Company named Crimson Hexagon one of the Top 10 Most Innovative Companies on the Web. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com C R I M S O N H E X A G O N . C O M 13
  14. 14. Learn More About Crimson Hexagon’s ForSight ™ Platform Click Here for An Introduction To C R I M S O N H E X A G O N . C O M

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